Importance of the Video Element

While online video ad spending is expected to soar past the $1 billion mark by 2008, according to eMarketer, the greater part of rich media advertising goes not to video but to what might be termed "old-school" rich media, that is, Flash-based animation and sound. Or as Michael Griffin, the executive vice president at EyeWonder, said, "I think it's the learning curve that keeps old-school rich media ahead of video." Even so, while video is only one component of rich media advertising, it's the most important feature to include, according to creators of online ads surveyed last October by PointRoll.

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